NEW Facebook Video Ads Feature!

0:00in this video i'm going to show you the new facebook video ad features that meta have just released these new features highlight some crazy data that you just have to see let me show what i'm talking about so i'm in one of our active um facebook ad accounts here and i've navigated to a retargeting campaign and gone to the ad set level and this is just a very simple retargeting campaign that's being kept on ticking over with a small budget but it's got a couple of video ads in it to allow us to demonstrate um these new video ad features so there's three new features here that i want to go through i'll

0:29start with the most boring the least useful and work more up to the really quite interesting and surprising stuff okay so if you go ahead and select columns and then go on video engagement we can see that there's some new data points in here so we've had this stuff on the right hand side for a while like um video plays at 25 50 75 all that sort of stuff but now we also have two second continuous video plays and then cost per and then three second video plays and then cost per and if you highlight over any of these you'll see that metra is saying that this metric is in

1:01development and like a lot of things that are new in a facebook ad account a lot of things that are in development these two data points have not been calculated for this particular ad set that'll come with time these two on the other hand have three second video plays and then obviously cost per now the most interesting thing i think to quickly look at is to compare what say your three second video plays are to your total and plays so if we scroll over you can see that total video plays is 25 182 but only 4 273 of those so 20 have even managed a three second video

1:36play okay so that's worth bearing in mind that when you just look at the total number of video plays that can potentially be quite a misleading data point obviously i'd still prefer you look at the higher percentages i think that's much more valuable data even through plays which is a bit of a weird metric because three plays is 15 seconds even though it sounds like they watched the whole video that would be more useful to uh to look at than this stuff not super useful but it's in there more data is by and large a better thing okay so the next change to take a look at is breakdown we've got

2:03some really new useful breakdown information okay so you click on breakdown and then you go to buy action and then click on here video view type which is very new and this is some really fascinating data because we can now see of the people that watched our video how many of those were auto play the video just started playing automatically and how many of those actually took an action and click to play now of course the people that have clicked to play are going to be better prospects they're more engaged they've taken an action a lot of people that are watching it on autoplay they may be watching tv and

2:37it's just sort of playing in the background they may be distracted they may be mindlessly scrolling and just hovered over it now of course they've got people that have started it started auto playing and they've just kept it there and watched through a chunk of the video but click to play is going to be going to be more valuable now we've already talked about the fact that you know total video plays is a bit of a misleading metric so we'll start with this three second video plays and we can see that the fast fast vast majority of the video views are coming from autoplay which is not a great metric it's not the

3:07best thing that i want to see and explain what we can do about it what it means in a minute um but a tiny percentage of the total number of plays at this level come from click to play now what's interesting is that as you go further and further through the video the proportion of people that have clicked to play is greater basically the people that have clicked to play they stick around longer than the auto plays on average which makes sense right so here we've lost uh 85 80 percent of auto plays but we've only lost 55 percent of click to play and as we go further and further you can see

3:40that the drop-off is far less as an overall percentage than it is in the autoplay where we've got more than 10 of the people that made it all the way through the video coming from click to play far far less let's say three second video plays so this is very interesting data and i'd very much encourage you to come in and take a look at this if you are running video ads on facebook instagram etc and i don't want you to think that autoplay video views are useless that's certainly not the case if you think about your own consumption i'm sure you will start watching a video via autoplay and

4:10then keep going and get engaged and watch it and things like that but it is worth bearing in mind and it is a bit of a shocking metric that that few people are actually clicking to play okay so that's the first new breakdown option but there's another one so if you've got a breakdown by action beneath um video view type we've got video sound this is also something i definitely recommend you take a look at so this shows us how many people are watching our video ads with the sound on versus with the sound off and just like with the previous example the people that are turning the

4:39sound on those are better prospects they're more engaged they've taken an action and we can see that play out so if we take a look at three second video plays we can see that about three quarters of the people that have watched these videos at the three second video play reached that metric and they've done so with the sound off which is really quite a lot now as we scroll across we can see that the people that have the sound on are far more likely to watch more of the video just like with the click to play versus autoplay right so we've got three quarters of the people

5:11viewing with the sound off of three second video plays but by the time we make it to 25 it's already switched around people with a sound on make it um to that point far more regularly and then you can see as we keep going along the metrics people who have got the video sound on are far more likely to consume more of the video so what does this data mean for us as meta advertisers for those of us running particularly video ads on facebook and instagram because it seems quite discouraging it's not as bad as you think and there's things we can we can do about it firstly don't think that

5:41video ads are the be-all end-all and they always produce the best results that's just not the case that hasn't been the case for a long time there are businesses that see better results with image ads carousel ads slideshow ads ads that are easy to consume and the reason why is this data that we're looking at here not many people are going to turn the sound on a lot of these video views are just auto play and the ask from you to your prospects to get them to watch a video is a big one a lot of people just aren't going to do it if they can just consume and understand

6:10what your ad is in a split second like they can with an image that may well perform better video ads aren't bad definitely test them test video ads test them against other formats and go with what whichever format produces the best results for you just don't pin your hopes on video completely now if you are going to use video ads and that does produce the best results for you there's a few things you need to make sure you do firstly get your message across as quickly as possible one of the best ways to do this is to use some text overlay that summarizes maybe the main point

6:40that you're trying to make let's say for example you're running video ads for a flash sale that you're currently running and you're doing it to warm audiences well you could have a banner or text or something on top of the video that says 30 all products until the end of may or whatever it happens to be that allows people to understand what's being offered and the main thing that the ad is providing in a split second they can watch the video or not and they still get the message if you can do something like that think about how you can do it that could make a big difference the

7:09second thing is that captions are absolutely necessary you have to check your captions or write them yourself to make sure that they are accurate because as we've seen a lot a lot of people the vast majority of people at those shorter video view times are not turning the sound on so if you can get the message across with captions and with other elements that perhaps would appear on your video in written format that don't require sound that's something you definitely want to add adding that into your existing video ads could really improve your results and if you would like some help with your facebook video ads or any form of facebook and

7:42instagram advertising that's a service that my company lead guru offers we're a specialist facebook and instagram advertising agency we offer done-for-you services where we create manage and optimize facebook and instagram campaigns for our clients if you want to find out more information you can find a link in the video description below go ahead and click on that you can book a call with one of my team members and find out all the info you need and if you're looking for an easier way to succeed with facebook ads then you have to check out this video in it i show you how to find and use ad creative that is

8:07all but guaranteed to succeed when people ask me for facebook advertising advice this is where i send them